Innovation Awards 2020

The Kiwi marketing and media industry has spoken – and named the ‘Get it on Neon’ campaign as the winner of oOh!media’s Innovation Awards for 2020.

Put together by media agency OMD and creative agency DDB, the innovative campaign saw Neon and Lightbox promote their integration under the Neon brand via attention-grabbing Street Furniture sites with Panorama shelter wraps.

oOh!media transformed bus shelters in Christchurch, Wellington and Auckland to celebrate the merger, with the campaign utilising LED neon lights along with coloured bench wraps to create an unmissable display. Classic Street Furniture and Retail panels completed the eye-catching rollout.

Neon received $10,000 worth of New Zealand media spend, while one lucky voter – Ashley Clasper from Drum – won an Apple Watch SE in the random draw. Continue reading.

Check out all of the finalists below.

1. Swisse Wellness

Advertiser: Swisse Wellness
Campaign: Retail
oOh! Format: Retail – Special Build
Media Agency: Rocket
Creative Agency: Noisy Beast

Why is it innovative?

Swisse Wellness delighted Kiwi shoppers with large scale Swisse Utivite Multivitamin + Superfood Blend boxes supported by brand ambassadors handing out samples in malls around the country. The activation included an interactive QR code helping shoppers get the most out of every day.

2. Spark

Advertiser: Spark
Campaign: Kupu
oOh! Format: Quay Hub
Media Agency: PHD
Creative Agency: Colenso

Why is it innovative?

The first brand to take advantage of oOh!’s new premium location on Quay St, Auckland, the creative perfectly fit the brand’s aspirations for its Kupu app. Quay Hub allowed for a range of Spark messaging across both static and digital formats.

3. Neon

Advertiser: Neon
Campaign: Neon/light box integrations “Get it on Neon”
oOh! Format: Street – Special Build
Media Agency: OMD
Creative Agency: DDB

Why is it innovative?

Sky’s attention-grabbing ‘Get it on Neon’ campaign ran on street furniture assets in Christchurch, Wellington, and Auckland. A custom LED special build lighting sign and Neon-wrapped benches maximised impact for the Neon / Lightbox integration. The Neon name literally went up in neon lights, maximising impact in a campaign that also included classic bus shelter panels as well as Evoke and Shopalive assets in retail centres. ccent 4;\lsdpri

4. Countdown

Advertiser: Countdown
Campaign: Growers Fresh
oOh! Format: Street – Special Build
Media Agency: Stanley Street
Creative Agency: M&C SAATCHI

Why is it innovative?

To promote the launch of the grocery chain’s summer stone fruit, bus shelters in Auckland and Wellington were covered in a leaf canopy, with fresh nectarines and peaches available to taste. The shelters also featured oOh!’s new touch-activated scented posters, which released a fresh peach fragrance. An additional nationwide Excite summer themed art activity for kids supported the campaign.

5. McDonalds

Advertiser: McDonald’s
Campaign: El Maco
oOh! Format: Street – Sound Panel
Media Agency: OMD
Creative Agency: DDB

Why is it innovative?

With no international travel, McDonald’s wanted to bring some fun and a slice of Mexico to NZ. The brand used sound panels and decals to bring a fiesta for the El Maco burger to the streets, with the shelter having confetti decals, sombrero hats and ‘push to activate’ mariachi music to help set the mood.

6. Electoral Commission

Advertiser: Electoral Commission
Campaign: 2020 Election Drive
oOh! Format: Street – Digital Location Target
Media Agency: FCB
Creative Agency: FCB

Why is it innovative?

Running across digital street furniture assets, retail and study networks, the dynamic creative used site-specific messaging to inform the public about nearby voting places and opening times. The contextual approach of the messaging included a street address, opening times and distance to the nearest voting place, layered on top of a map visualising pins of voting locations, updated dynamically via an API.

7. Universal Pictures

Advertiser: Universal Pictures
Campaign: Invisible Man
oOh! Format: Street – Translucent Panels
Media Agency: MediaCom
Creative Agency: Wove

Why is it innovative?

Universal Pictures used translucent posters to capture the essence of the movie for the launch of the thriller, The Invisible Man. The seemingly normal poster in the daylight, transformed as the light faded and an invisible man appeared in the glass.

8. 2degrees

Advertiser: 2degrees
Campaign: Broadband – It Makes Scents
oOh! Format: Street – Scented panels
Media Agency: Ikon
Creative Agency: TBWA

Why is it innovative?

2degrees wanted to do something that had never been done before to get a reaction from the public. They needed a partner to put the ‘scents of the internet’ into the noses of NZ, so we made our hero shelters (and 8 posters in the Wellington underpass!) smell like… the internet!

9. Sony Pictures

Advertiser: Sony Pictures
Campaign: Little Women
oOh! Format: Retail – Special Build
Media Agency: PHD
Creative Agency: Sciascia

Why is it innovative?

Sony wanted to push the boundaries with the release of Little Women. With the release of the film, there was also a re-release that came out from the publishers. Sony wanted to celebrate the film release but also pay homage to this classic book.

10. Vodafone

Advertiser: Vodafone
Campaign: Endless Data
oOh! Format: Street – Special Build, Scale
Media Agency: Wavemaker
Creative Agency: DDB

Why is it innovative?

To promote this product offering, the campaign saw 20 bus shelters across Auckland, Wellington, and Christchurch located in close proximity to phone stores taken over with a high impact Vodafone branded Panorama wrap and full-floor decal for maximum visibility. This campaign certainly made an impact at scale.